Picture this: it’s Black Friday. A brand you love is dropping a limited-time holiday collection. Maybe it’s a surprise release, a pop-up shop, or a capsule collection teased just enough to spark curiosity. You know the items will probably restock. You could even order them online later. But still, something about the moment makes it feel like you have to act now. That feeling? It’s not random, it’s a strategy. This is marketing at work: creating urgency through scarcity, and timing. It’s not about whether the product is available tomorrow; it’s about making sure you don’t want to wait.
Now, imagine two brands deploying that same urgency. One flashes banners promising “50% OFF EVERYTHING”, while the other matches the product drop with a purpose: donating 10% of sales to a local children’s hospital. One says “hurry before it’s gone.” The other says “here’s why this moment matters.
The lines between marketing and public relations might seem a bit blurry. But the quickest way to distinguish between the two is understanding that: marketing will tell the people what to buy, public relations will tell the people why.
A Sale vs. A Story
While marketing is focused on the product or service that you provide, PR is focused on the essence of your company. Both industries encompass a high sense of urgency, however their approaches are different. Marketing ignites fast action. Think of promotions such as “Black Friday Sale–While Supplies Last”, or, “Holiday Flash Sale–24 Hours Only”–the goal is to get customers to make quick decisions. In PR, trust is built with the public to make campaigns meaningful and long-lasting. During the holiday season, a PR initiative might involve partnering with a charity for a toy drive, hosting a community event, or highlighting stories of how your company supports employees and customers during the holidays. Rather than selling a product or service, PR initiatives inform audiences why they should care – why you stand out from the crowd. This strengthens the brand’s emotional connection to the community, making people more likely to choose you long after the holiday sales are over.
Take Nike for example. Their campaigns are always shifting by highlighting women in sports, speaking up on social issues, showing up during the Olympics, or tapping into what’s happening in our culture right now. But the core message hasn’t changed. “Just Do It” is still the thread that ties it all together. That’s what solid brand and reputation work looks like.
PR is where values stop being statements and start becoming actions. It’s reflected in who gets the spotlight, the stories that are told, and how a brand chooses to show up publicly. Those choices matter more over time than any single headline. That shows that PR isn’t a one-and-done campaign. It’s a long game that protects the brand, builds trust, and keeps it relevant as the world keeps changing.
Where they meet in the middle
Marketing and PR work together like a “power-duo”. One is no more important than the other; in fact they work best together. They share a common goal– to strengthen your company’s image, create a message that sticks, and increase business success and revenue. They often share the same tools for success: media outlets, social media campaigns, data analysis tools, or even certain events. However, the outcomes are different, as marketing creates a sense that the public “cannot miss out on the product or service”, while PR creates the connection. One gets the customers through the door, while the other makes them stay.
When do you need PR? When do you need marketing?
In today’s competitive market, most companies need both. Timing is critical and often based on your business’ needs. If you need quick engagement to launch a new product, campaign, or time-sensitive promotions, marketing provides the right urgency to the audience. If the objective of your company is to build a long-lasting impact on your audience, and to strengthen credibility in the market, then PR is essential. Whether you are a new entrepreneur or start-up, or a well-established company, PR ensures that you maintain a strong brand image while remaining true to your brand’s identity.
How we do PR
At Bear Icebox, we focus on sharing stories that will make your brand relatable and memorable. We don’t simply push campaigns or a narrative. Instead, we want to share your values and the small details that can create the difference between loyal clients and temporary patrons. And right now we are having a promotion “Share Your Brand Story With Us and Get a Free Pitch Template!”…Just kidding–that was marketing talking. See the difference? PR isn’t about going viral, but it’s about giving your audience a brand they can believe in.